Social Media Users and Marketing Statistics in Indonesia (2026)

Indonesia's social media landscape in 2026 reflects significant growth, with over 93 million active users, indicating widespread digital engagement across the country. The penetration rate suggests that roughly one-third of the population is actively involved in social media platforms, bolstering digital marketing opportunities for local and international brands. Users spend nearly three hours daily on social media, emphasizing the importance of targeted content and advertising strategies.

The social media advertising market in Indonesia continues to expand rapidly, reaching USD 1.8 billion in 2026. Influencer marketing has become a substantial revenue stream, contributing USD 340 million, driven by a vibrant creator economy. Businesses increasingly leverage these platforms for brand awareness, customer engagement, and sales, reflecting Indonesia's evolving digital economy and growing internet literacy among all age groups.